Abstract

As effort to raise the service quality of Executive train, PT. KAI had initiative to erase the food & beverage allocation which judged lack of quality. The food & beverage allocation abolition seemed as practical strategy for PT. KAI than raised the quality which much more complex and related with many aspect. The program communicating needs to do in details to form exact image for PT. KAI, also raised the using of Executive train service by society. The writer tried to reveal the communication strategy done by Stasiun Besar Malang in socializing the food & beverage allocation abolition in Executive train.
The research type was qualitative descriptive. The research was done at PT. KAI DAOP VIII Surabaya at Stasiun Besar Kota Malang. Data collection was done by interview and
documentation, while data validation used triangulation.
From the research, there could be found that communication strategy of food & beverage allocation abolition at executive train included planning, action, and evaluation. Planning procedure was good, where all the procedure fit with communication theory perspective, they were problem identification, purpose, target, and communication form decision. Action procedure was concrete steps done by PT. KAI DAOP VIII Surabaya at Malang to communicate the food & beverage allocation abolition. The steps done in socialization were time decision, media usage to state the policy, then socialization application through various media consisted of brochure, policy announcement through magazine, announcement through KATV, policy announcement through PT. KAI official website and verbal policy statement to society. From the research, there stated that the research purpose was said as “for the customer’s goods”. That’s why the program communicating should create the exact image in supporting the policy application. But according to the writer opinion, the policy was one of the practical solution to avoid critic came to PT. KAI about food & beverage allocation’s quality which said as under­
rate. Evaluation procedure included feedback acceptance to the message of food & beverage allocation, then evaluation to the food & beverage allocation abolition. Here the chief of PT. KAI DAOP VIII Surabaya at Stasiun Besar Malang did evaluation to the statistic of passenger after food & beverage allocatio abolition, also collected people opinion about food & beverage allocation abolition and tariff rate decreasing of Gajayana Executive train to be landscape for the policy consideration. The evalution would be consideration for further policy from PT. KAI DAOP VIII Surabaya at Malang.